A new campaign is putting the spotlight on child protection social workers in New Brunswick as part of National Social Work Month.

It was developed by the New Brunswick Association of Social Workers, in collaboration with the Department of Social Development and CUPE Local 1418.

Miguel LeBlanc, executive director of the association, said it is part of their five-year strategy to recruit and retain social workers.

“One of the areas we’re seeing some unfortunate gaps is a shortage of social workers in child protection,” LeBlanc said in an interview.

As part of the campaign, the association asked 10 New Brunswickers to take part in a social experiment.

They listened to a quote from a child’s real story and matched it to the person who saved them: a firefighter, a police officer, a paramedic, a surgeon, and a social worker.

None of those who took part in the campaign selected the social worker for any of the five quotes.

LeBlanc said many people do not recognize or understand what child protection social workers do.

“These are unsung heroes. We don’t wear a uniform, but they’re doing so much important work. They’re saving children and youth in very difficult situations,” he said.

The campaign also aims to challenge negative stigmas which are sometimes portrayed in media, said LeBlanc.

Two child protection social workers — Annie Mallet and Trevor Breen — also share the realities and misconceptions surrounding their work and they they love the profession.

Since the campaign launched in early March, LeBlanc said the response has exceeded their expectations.

“We’re getting reach by child protection social workers and organizations in the U.K., getting emails and comments from across North America, from across Canada, saying this is finally putting a light on the important work they’re doing,” he said.

LeBlanc said they hope this campaign will encourage those currently working in the field and those who may be considering a career in child protection social work.